USA: MillerCoors targets young consumers with its new light beer line Two Hats
MillerCoors has introduced a new light beer line called Two Hats, which is targeted at young consumers in the US, FoodBev.com reported on February 7.
The Two Hats line will initially feature two light beers with subtle lime and pineapple flavours.
The beers have an alcohol content of 4.2% and are available in four and six-packs of 16oz cans.
A suggested retail price has not been confirmed, though Two Hats claims the price of packs will be about five dollars nationwide.
Two Hats says the combination of a refreshing flavour and its low price point will make the range an attractive option for young consumers.
Justine Stauffer, Two Hats brand manager said: We want to give 21- to 24-year-old drinkers, who dont consider beer to be great-tasting and affordable, an option they can get on board with.
As soon as people realize that a beer this good is about five dollars, their immediate reaction is, Wait, what?'
David Kroll, MillerCoors chief marketing office added: We know that people who choose beer when they become of legal drinking age are two times more likely to continue drinking beer throughout their lifetime, and as an organization, we have an opportunity to regain ground with this group.
Two Hats is meant to serve as an easy entry point into beer and an introduction to the rest of our portfolio.
E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at email@example.com .